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How to Sell With an Image

I often think when it comes to selling a product, the photography can sometimes be overlooked. You may think it’s not necessarily that important, but with people forming their first impressions within 50 milliseconds, every (milli)second counts – quite literally!

Why Use Images?

So why are images so important?

Humans are very visual beings. Images naturally attract our attention and keep us engaged, even drawing emotion in fact.

If your website has appealing imagery, people are more likely going to want to invest their time into looking at your website and not going elsewhere. More time spent on your website = a higher chance of making a sale!

The old saying ‘a picture is worth a thousand words’ also comes to mind when talking about the use of imagery. Once a potential customer is on your website, you can use images to present information in a more digestible, easy to understand way. There’s a reason instruction manuals come with diagrams.

Photography Tips

It’s all well and good knowing that photography is important for your website, but how do you go about creating fantastic imagery?

There are a few tips that you can keep in mind, that can help you capture that perfect shot you’re looking for.

Create a Scene

Plain product shots are handy, there’s no denying that. They show customers exactly what it is they’re paying for. However they’re not necessarily going to be the image that converts potential customers into customers.

You need to create a scene.

And no, not that type of scene.

This is something that TEC Bike Parts has down to a tee. Throughout their website, they use high quality, full width visuals showing bikes in action in their grungy, industrial setting. The perfect advert for a motorbike.

Setting a scene and putting your product within that helps customers to visualise how the product would fit into their lives.

Close Ups

Close up shots, or macro shots, are especially popular in the food industry. We’ve all seen the slow melting butter shot on a scrumptious bit of steak. It’s no surprise then that macro shots are typically used to awaken our senses and draw a emotional response.

These evocative shots are also good for drawing up deep memories, which you may think are irrelevant until you realise you’ve clicked ‘checkout’ on that guitar that you won’t ever play but you used to as a child.

Show your Variations

When selling a product, it’s also useful to have at least one shot where all or multiple variations are shown.

It’s likely when making an online purchase, that customers are going to want to look at multiple images before deciding they want to buy. And even when they’ve decided they do want to buy your product, they then have to make the decision of which variation.

If we know anything by now, it’s to not leave it up to the customer’s imagination.

The last thing you want it a disappointed customer because your red isn’t as red as what they had thought it would be.

Give it a Human Touch

Are you selling to a specific audience? Use them!

Similarly to creating a scene, adding people of your demographic to your photographs can really help them imagine what it would be like to own the product.

If you’re selling a bike helmets, use images of people biking with your helmets on a family holiday. If you’re selling alternative clothing, using images of people with a more alternative sense of style will do the job. If you’re selling a large, expensive barbecue, use images of a father figure in the summer. Selling a disposable barbecue? Use images of a group of young adults gathering around in someone’s garden.

The trick is to target your audience by using images of people they can relate to.

Inject Personality

It’s unlikely that you’ll be the only company selling your line of items. Even if your items are handmade and bespoke, there is likely to be other people out there on the internet selling if not the exact same, a very similar service to what you provide.

So how do you stand out from the rest?

By showing your personality of course.

When potential customers identify with the personality of your brand, you’re far more likely to not only convert them in the first place, but to also keep them returning, time and time again.

For example, if you’re selling Gothic prints, your product is more likely to shine in darker surroundings as opposed to a bright white room.

Experiment!

Most of all – feel free to experiment and have fun with it!

Trying different angles, surfaces, backgrounds, textures can truly do wonders for your photography. That one difference can take your photograph from OK to intriguing – and can you really put a price on that?

Even something as simple as using unusual props can add a sense of mystery and adventure to your product images.

You never know, you could find the next best thing when it comes to your photography.

The Takeaway

Not only should your images be helpful and informative, but they should also be an extension of your brand personality.

Capturing the essence of your brand in your images can go a long way with creating brand loyalty with your customers. And it won’t hurt that you’ve got a beautiful online portfolio!

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Creating a Style For Your Website

With web design, consistency is key and creating a style can help build and shape your brand. This may seem like a difficult task but once you have the basic elements of your website style, you can really just re-purpose these to create a style.

Usually, when creating a website, you will have a logo for the company and maybe even a colour pallet/ brand guidelines to accompany this. These can all really help when getting a head start on designing a website because you can use these elements to influence how you will design. However, if you only have a logo, you can take a lot from this as it may contain fonts, shapes and colours you can use throughout your website design.

Typography

Typography is key when designing anything with text because it is a communication tool between the website and the visitor. This means the typography you choose has to be clear as well as fit in with the brand.

For example, Connect Insolvency uses the logo font for the headings and a round sans-serif font for the body text. Not only does this reinforce the brand throughout the design, but it also creates hierarchy and makes the design clear to use.

Colour Pallet

This may be included in brand guidelines or the logo that you are using but knowing how to use colour throughout your website will really help with creating a style throughout your design.

There should only be around three primary colours throughout your website, any more and it may look busy and chaotic. However, using secondary or tertiary colours may be necessary, and these may be lighter or darker versions of the primary colours.

Using white, grey and black is also very useful to use as well as the primary colours because they can allow your brand colours to stand out. White, grey and black can help with dividing up the website and breaking up the layout too. Leighs Nurseries uses only the brand colours as well as grey and white to create a consistent style.

Imagery

Imagery is really important for creating style and direction in web design. It can reflect tone, audience and purpose as well as consistency. High Life North uses a lot of imagery throughout their website. Imagery is a key aspect of their website, so sourcing the right imagery is crucial.

For many websites, this fact will be the same and it is important that the imagery compliments the content as well as providing further information for the content. Images are also a great tool for breaking up large amounts of text but shouldn’t be used too often at risk of overcrowding the design.

When creating a style, there is a lot of factors to take into consideration. Sticking to a consistent style and establishing a this before you start designing will help to create a clean and well thought out website. Not only will creating a strong visual style throughout your design help with usability and desirability, but it will also allow the user to trust your website.

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UX: Scrolling

Scrolling seems to get little airtime in regards to web design but it can really make or break your user experience. If something irritates the user, they will not spend any longer on the site and most likely not revisit and this may include scrolling. It is important to take care of the details within UX design because that is where things can go wrong.

Why scroll?

Scrolling is important for many reasons. One of the main reasons is that it allows for mobile websites to hold the same amount of content as desktop websites. It keeps everything neat and concise, and its far easier to scroll on a mobile device than on a laptop or computer. It also means content can be spread out across one page without overcrowding or too much clicking around to other pages.

Abbey Masterbatch is a good example of a scrolling website because, although not a lot of scrolling is involved throughout the pages, the content is well distributed.

Do people scroll?

Data analytics provider Cheatbeat analysed over 2 billion website visits and found 66% of attention on a typical web page is “below the fold” – people scroll to get there. If your website is built well, people will scroll to find out more. High Life North is a good example of a website that encourages scrolling through breaking up text with image and having interesting elements that make you want to carry on scrolling through.

Scrolling fatigue

If a user finds it uncomfortable to scroll on a website, they will most likely leave because it is frustrating and the information they are looking for is hard to find.

There is also a phenomena called ‘Zombie Scrolling’ where the user becomes disengaged with the website whilst scrolling for too long and will be less susceptible to the normal call-to-action’s (CTA’s) or hooks.

This is why it is important for designers pay attention to scrolling when designing websites.

Types of scrolling

There are four different types of scrolling that can be used in UX.

Long scrolling-

This lends itself naturally to storytelling and allows a single page to flow together seamlessly. For example, The Boat this creates a smooth, linear experience.

Fixed Long-scrolling-

Fixed long scrolling keeps the some content static whilst some content scrolling. This is great for sites that don’t want to convert to a single page due to SEO concerns.

Infinite scrolling-

This allows to browse fresh content ‘infinitely’ and will only load more once you’re at the end of the screen. Facebook, Twitter and Tumblr all are configured for infinite scrolling.

Parallax scrolling-

This is where the background moves independently from the content on the foreground. This looks effective and adds another dimension of interactivity to your website.

How to encourage scrolling

Catering to your audience when it comes to scrolling is essential. You want the visitor to enjoy looking through your website and digest the information.

A good way to keep the users interest is through images and interesting user interface devices.

Using a hook at the beginning of your design will draw in the user and offering some immediate insight will make them want to keep reading.

Having relevant facts throughout will also encourage scrolling until the end and remind the user why they are looking at the website.

Scrolling takeaways

Scrolling is an important part of UX, even if it is not commonly mentioned. Websites with a lot of content are becoming more popular so baring these techniques in mind when designing a website is important for the relationship between your user and your website. Make sure to break up your content and create interesting focus points to avoid ‘Zombie scrolling’ or frustration. Using visual cues and intuitive design can be crucial to maintaining the length a visitor stays on your website and remembering this will help your UX designs.

Look Professional Online

How To Look Professional Online

Looking professional online is crucial for any company. In today’s world, your website is your store-front. It’s the first thing people see when looking at your business and we all know people like to judge a book by it’s cover. Below are numerous tips which will help you start on the right foot and leave a lasting impression.

Simple Is Better

Simple Pencil

As Leonardo DiVinci once said, “simplicity is it the ultimate sophistication”. Taken with a pinch of salt, there’s no need to go for a bare-bones design, but simplicity does provide a painless user experience. Overcomplicating a website design floods the user with things to look at making finding and reading information harder, and more likely to leave. You only have 10-20 seconds to capture a visitor, and if they don’t like what they see, they’ll move on to the next website.

Ensure content is well-formatted, easy to read, with precise segmentation when it comes to different topics. Use imagery to break up the page if possible and add context to what you’re saying. Reduce navigation as much as possible to offer smooth flow across topics the user may be looking to find. Not every single part of the design needs a drop shadow.

Clutter-Free Content

Use pages to present information without clutter. Use a single focus or point. Neuroradiology Consulting does a superb job of presenting the information about the company and services they offer. Information is spread across correct pages, laid out clearly, separated with clear headings and imagery.

If you have multiple related points, use subheadings to split information allowing users to scan the page and find what it is they’re looking for quickly.

SEO will also benefit from single focus pages allowing you to target specific keywords and phrases. Search engines don’t respond well to pages stuffed with tonnes of different content. Instead, having pages which represent singular topics, makes it easier for sites like Google to differentiate pages related to your niche. Search engines can then present the best pages to users in search results.

Answer Frequently Asked Questions

When users come to your website, they’re looking for information. A good starting point is to consider the types of information they want. You can then push out content that answers typical questions. This proves your understanding of the topic, keeping the visitor interested in your website and ensures a positive user experience.

Calls-To-Action

It’s good to pair content with direct calls-to-action. Whether the user is looking to find out more, or already knows enough and what’s to get in touch, finding a way to contact you is crucial. Once a customer chooses to make contact, they’re stepping further down the customer journey closing in on becoming a customer. On the other hand, you don’t want to overload visitors with too many CTAs as that may come across unprofessional. Use them appropriately; at the end of content, in your header or footer or wherever else you deem nonintrusive but necessary.

Consistent Design

Providing a consistent design allows people to build familiarity with your site, improves navigation and is more attractive. The flow of your website should remain the same from the get-go allowing people to move without confusion page to page.

Quality Copy

Vast amounts of time is spent on deciding how a website should look leaving copy overlooked. Copy, however, is a critical factor in design. The website can look amazing, but without quality content, people won’t find what they need. It helps answer users questions, promotes what you have to offer and improves SEO by bringing the right types of visitors to your page.

We know how keen people are to correct grammar proving how easy it is to pick up on. The quality of your writing speaks out about your professionalism and portrays what communication with your business will be like. People will judge your professional ability based on the way you ‘speak’ through your website. If not confident in writing, look to hire a professional copywriter.

Think Mobile-First

Mobile First Design

Mobile devices now account for around half overall internet traffic consistently in 2019, and that’s excluding tablet users. The importance of catering to mobile users unavoidable. Many users will start the browsing experience on mobile before going to the website on a desktop. With this in mind, your website must look perfect on mobile as well as desktop. Going to a website on a mobile device to find it unresponsive displaying large images, small text, and all out of proportion the best way to drive a user away from your website. Ensure that as the screen size changes the website responds accordingly. That may mean moving or removing features but do what has to be done to offer a good user experience.

The experience must be the same across all types of devices, no matter the screen size.

Final Thoughts

In business, nobody wants to be seen as unprofessional. With immense competition in almost every niche, we always want to be best and stand out above the crowd. Your website is most likely going to be your first opportunity to leave an impact on your potential customers. If you incorporate the tips mentioned here into your design, you’ll be on the right road.

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A guide to writing the perfect blog post

Blogging is an ideal method of sharing expertise, opinions, recent events or the latest news and can help your business grow by attracting more and new traffic. In fact, content creation for blogs has many possibilities and all can help your company seem more engaging, personal and establish a connection with your consumers.

Metropolitan House use has a blog on its website and posts are shared regularly on social media. Content varies and focuses on different aspects of the business. Sharing their blog posts on social media has proven effective and shown an increase in traffic to their website. In fact, posts that link back to their blogs have demonstrated the highest amount of engagement on Facebook in comparison to other blogs.

According to CoSchedule Blog, businesses that write weekly blogs have a 66% increase in customers. However, in order for your content to increase traffic, it must be interesting and written well. Below we highlight some tips to ensure your blog post successfully engages your audience.

A compelling headline:
According to Hubspot, a captivating headline can increase traffic to your website by 500%. In a matter of words, your blog headline needs to grab your audiences’ attention. When sharing your blog post, your headline is going to be the first aspect your audience will see. Therefore, it is imperative your blog post is worded in a way that encourages them to click and read further. To increase the probability that your audience will read further, consider addressing a pain point or value proposition.

Additionally, a direct and informative headline will perform well on Google and help your posts appear higher up the search rankings. Avoid click-bait style headlines that fail to correctly inform your audience of your content due to sensationalism or exaggeration. Despite bringing you more clicks, you’ll likely annoy your audience which will have negative effects on your traffic long-term.

Sub-headlines:
Sub-headlines allow you to effectively break up your content into easy to read sections. Large sections of text can be off-putting for your audience and cause your bounce rate to increase. Breaking up your text can encourage your audience to quickly see sections of your article which interested them and understand your subject matter quicker. A large amount of your audience will scan your page before deciding whether to read the article, sub-headlines provide more clarity which will mean that more people will be interested.

Bullet-points:
Similarly, bullet-points are easily digestible information which allows you to communicate more effectively to your audience. Bullet points are a great way to break down complex information or to include facts and statistics within your post.

Stay-on-point:
With blogging, it can be easy to go on a tangent, especially with more conversational style posts. However, in order to avoid boring your audience, it is important you stay on point and only include relevant information. Throughout the writing process consider your purpose and make sure every sentence relates to it.

Image:
As a general rule, social media posts with an image often receive the highest amount of engagement. Using images on your blog is also worth doing to increase traffic. Your own images are preferred as it creates a more personal connection with your audience, however, stock imagery can be a good alternative and it is sometimes worth paying the small cost in order to increase your following.

Proofread:
Even professional writers and bloggers can make grammatical errors from time to time. However, it is important that your blog is well-written for your credibility no matter your field. Take a break and return to your work with fresh eyes, you’ll more likely spot mistakes that you’d previously not noticed. Grammar checkers such as Grammarly are also great for checking your grammar is correct throughout.

Length:
To rank well in the search engines, blog posts should be at least 300 words according to Yoast.  However, longer blog posts mean more time spent on your website, which is good for your search engine rankings. Closer to 1000 words would be ideal, however, not everyone has the time or the writing abilities for this and can potentially be an off put to your audience if they see a large amount of text.

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Benefits of latest news on your website

Including a latest news section on your website is beneficial in projecting a sense of professionalism surrounding your brand. To be effective, consistent and quality content is essential when incorporating a blog or latest news section within your web design. If blogging can fit comfortably within your brand strategy, it poses many benefits for the growth of your business.

 

Connect with your audience:

A latest news or blogging section can provide a humanising quality to your brand, offering your audience an insight into your business. Consumer’s respond well to feeling valued and allowing them to feel involved will be beneficial for your conversion rate. For example, Chase Park has recently included a post on new staff so their audience feels more connected and involved with their brand.

 

To excel within this area, ideally, consumers should be able to respond and offer feedback to your content. Allowing responses and even criticism will allow your business to build a community surrounding your brand. Additionally, this offers your business the opportunity to respond to feedback and demonstrate to your audience that you are prepared to act on their feedback.

 

Improves SEO

An important factor when considering whether to include a latest news segment is the impact on SEO. More pages on your website will lead to more pages indexed on search engines and increase the likelihood of appearing in organic searches. With more links to your website, there will likely be an increase in traffic to your site. Additionally, blog posts allow your business to rank for other keywords and therefore appear in more searches. According to Propecta, over 50% of searches are for terms more than four words long. Blog posts appear in more long-tail keyword searches and therefore are likely to improve your SEO. A longer blog post could also be beneficial, as the more time visitors spend on your site the higher you will rank in the search engines.

 

Inform your audience:

Regularly updating your latest news or blog section allows your audience to feel informed of any progression or changes within your business. Not only this, blogging can allow you to input your opinion on a range of subjects. Demonstrating your knowledge to your audience and positioning your brand as an expert in the field is important in establishing a professional profile for your business. Consumers are more likely to respect and trust a company that is evidently demonstrating expertise before they have even used their product or service. In this sense, blogging can differentiate your business from the competition by providing your business’s own interpretation or response to certain subjects in the hope to align with your specific target audience.

 

Identity:

A structured blog consisting of quality content goes a long way to help establish an organised and reputable brand identity. A blog is increasingly becoming an expected norm of a well-rounded and efficient business. Delivering regular new content demonstrates a commitment to consistently providing for your customers and is reflective of the quality of your service. Including a blog or latest news can also mean content can be used throughout newsletters and social media further contributing to establishing a unified and well-structured business.

 

Final Thoughts:

According to Hubspot, ROI is likely to increase by an average of 13x for companies who prioritise blogging. Latest news and blogging sections have proven to have a positive impact on conversion rates as consumer appreciate the time and effort you are willing to put in for their benefit.

Case Studies vs Testimonials vs Reviews

Case Studies vs Testimonials vs Reviews: Which are better?

As a business, you want your audience to fully understand what you do and what it’s like to work with you, whilst building up a certain level of trust. This is why case studies, testimonials and reviews are an important aspect of any business, but which is better?

After all, you want to attract an audience and potential clients, so choosing the right way to communicate your work and reputation is important for success and growth.

What is a case study?

A case study is a qualitative research technique that looks at a project as a whole. It will generally include an in-depth description of the client’s situation, any challenges, the process and the outcome. (See example)

What is a testimonial?

A testimonial is a statement made either verbally or in written form to testify a business’s services. (See example)

What is a review?

A review is someone’s evaluation of a business or product whether their opinions are positive or negative. (See example)

When deciding what is best to use for marketing your business, the answer is it all depends. Case studies, testimonials and reviews are all useful in their own way and can each provide a different level of communication about a business, product or service.

It all comes down to what the customer is wanting to gain, for example, if someone wants to understand a particular service in detail, they may find a case study extremely useful and informative. However, for someone wanting to find out ratings and reviews, a case study may be easily dismissed due to the amount of content and detail included.

When is it best to use case studies?

Case studies are great for websites as information can be conveyed in an engaging way and also include links to projects you’ve worked on. If someone is taking the time to look through your website or even a brochure for that matter, they are generally looking for an indicator that the work you offer is what they are looking for. They may also want to see the different types of work you carry out and how you have handled past projects.

When is it best to use testimonials?

Testimonials are also great for websites as they convey customer and client feedback in a way that is quick and easy to digest. Testimonials can also be shared across social media platforms as a way to promote your product or service, and even in printed marketing materials.

When is it best to use reviews?

Public reviews are great for any business or service as many potential customers will go there first to see what people are saying. Google reviews and social media reviews are very commonly used as they are as honest as can be, whereas a testimonial has effectively been cherry-picked by a business.

Overall, the power of a case study, testimonial and review depends on your target audience, if people are looking for indicators of trust, and how up-to-date the information is. Although a case study seems the best way to show off your service, it might not always have the same pulling effect as a review or testimonial that is quick to read.

Tips for driving more website traffic

The two main things you need to do if you want to drive more traffic to your website are: 1. optimise and 2. be active. Website optimisation helps you attract the customers looking for your services and being active helps you find them. How?

 

optimise

Optimisation

Optimisation covers several aspects and involves website optimisation, content optimisation and mobile optimisation. All three are equally important and help your website be better ranked on search engines, easily found and readable for visitors.

Content optimisation covers keyword research and targeting, which enable you to write readable and well-targeted content that complies with SEO rules. Effective website content needs to be written for both search engines (the right keywords and keyword density) and for the visitors (again – the right keywords used in well-structured sentences that convey the right message directed at your target audience).

 

Mobile optimisation is also very important nowadays, which was not the case a few years ago. Optimising your website for mobile devices will help your website get better rankings because search engines rank responsive websites better, but this will also help your mobile visitors access and surf your website easily. One of our clients, Abbey Masterbatch,  approached us recently because they needed to make their website responsive and this helped the increase the volume of website visits by 25%.

 

Website optimisation is a general term and a properly optimized website will be optimized both in terms of content and mobile. However, there a few more things to look at when working on website optimisation – meta titles / descriptions, H1 tags, website speed, etc.. there is a number of useful tools that you can use to test your website and see how much it scores and understand the tests it is failing so you can improve these aspects. The tool I recommend is SEO Site Checkup – it is quite simple and easy to use plus it provides useful tips on how to fix things and make your website SEO compatible.

 

Being Active

Being active in terms of online and offline marketing or social media will give your website (and business) a voice. This will help you be heard or noticed and most importantly, it will engage your audience. More social activity is an effective way of attracting new customers and a great side of it – it allows you to be less formal if you choose that style of communication.

 

 

 

Hope you find my tips useful. If you’d like to read about how to increase online sales, here is an interesting post by Crazy Egg.

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Is a picture worth a thousand words?

According to the age old saying, “a picture is worth a thousand words.”

And, in today’s technologically advanced world, it’s a statement that continues to spark much debate as the way we consume information is continuing to change.

For example, the advent of the digital world means that information is now delivered in a wide range of different formats including pictures and videos, which are also prominent across social media platforms such as Instagram, YouTube and Facebook.

And with more businesses than ever before utilising new media technologies and creating an impact with new communication methods, it has once again raised the question whether a picture is worth a thousand words!

After all… pictures and videos can be far more impactful than text heavy content, especially in the fast paced digital world where content is digested quickly and updated at a rapid pace, leaving businesses little time to make an impact with the content they post and share.

But this is not to say that text is not equally important!

After all, you could have an all singing, all-dancing website or a professional social media page full of engaging content, but if the text accompanying your image is not up to scratch, the image can lose its impact. And remember, hiring a professional copywriter to create impactful, engaging and persuading content that will not only inspire action, but will also increase the credibility of your brand, is always a wise option.

This is because a website that is littered with errors or poor grammar can actually deter people from investing in your product or service!

Research has also revealed that 80% of the activities we do online are text based, so it’s vital that text is not overlooked in exchange for images.

For example although images can bring a story to life, so can words, and the vast majority of information or news is delivered far more effectively with text.

However, it’s important to note that one of the main problems with using text to deliver a news story or information is that the human brain finds it difficult to consume large bulks of text. So, the key is to keep text to a minimum, without compromising on the quality or missing out key details.

With this in mind, there is a clear difference in the way we consume and process both images and text, which is why both must work hand in hand to create an effective piece of content that will engage, inspire action and capture your target market.

And of course, words have been around for millions of years, and universally are understood around the globe. So, it’s highly likely that they will ever be replaced.

Improving Readability on Your Website

In an attempt to create a website that converts, people sometimes focus too much on the design, features, layout and other aesthetic aspects that do help conversions but are not crucial for it. What’s crucial when it comes to creating a website that converts visitors into customers is related to its content and readability.

 

readability

 

Fonts

The most important aspects of fonts are type and size. There are so many interesting font types which are not readable and choosing the font based on the looks while overseeing the readability can cost a business a large volume of sales. The easily readable fonts are Arial, Helvetica, Lucida Sans, Verdana, Trebuchet and they also look amazing.

Paragraphs and Bullet Points

Breaking down large content into paragraphs makes reading more comfortable for your visitors and in case you need to list or itemise certain things, I’d recommend using bullet points. When people visit your website for the first time, they usually just scan through the website looking for the most important information and if your website does not offer this, they will lose interest and leave the website.

To the point

Most visitors tend to be lazy and look for quick answers to their questions and if your website’s content is not concise, the visitors might lose focus and become uninterested in what they are reading. Concise and to the point content is what sells best and it is very important to remember when working on your website copy.

Visuals

Visual elements of a website come in quite handy when you want to draw visitor’s attention to certain parts of your website.  Using interesting images, videos, illustrations or even call to action buttons will help your visitors find relevant information in a matter of seconds and that’s exactly what you need. A website that successfully uses visual elements to draw visitors’ attention to relevant information and headings is ACS Installations, a London based company specializing in air conditioning installations, repairs and maintenance.